{"id":2059,"date":"2023-01-22T12:00:10","date_gmt":"2023-01-22T15:00:10","guid":{"rendered":"https:\/\/cba-design.com\/latam\/projets\/creme-de-leite-3\/"},"modified":"2023-05-25T17:38:47","modified_gmt":"2023-05-25T20:38:47","slug":"creme-de-leite","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/en\/cases\/creme-de-leite\/","title":{"rendered":"Creme de Leite: Amazing creaminess"},"content":{"rendered":"\t\t
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Successful in Brazil for more than 80 years, Nestl\u00e9 Cooking Cream is an absolute leading product in the category. It is a frequently used ingredient in several recipes, and that is the reason why the brand has decided to invest in a complete identity renewal, aiming to help consumers choose the ideal version to pair each dish.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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It is tasty, it is versatile<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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In order to make consumers\u2019 life easier, Nestl\u00e9 has decided to hear them. The surveys revealed important insights \u2013 the product\u2019s peculiar creamy texture and versatility \u2013 that were used to build the new visual identity. The first insight was definitely the key driver of all the creation work \u2013 everything revolves around the creaminess, and all the other visual elements were created based on that feature. The solution found was to give consumers the autonomy to choose the variety that best pairs their recipe through a simple and intuitive visual system \u2013 the more drops, the creamier.
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Concerning versatility, the visual path developed focused on inspiring the consumer by making him or her notice how easy it is to transform a simple, ordinary dish into something special. Thus, we have created packaging that are more connected to the needs of the person who cooks, improving the quality of the information on the label, exploring new recipes and including a QR code for those who want to learn more.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Rethinking the portfolio<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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With the renewed design system, and inspired by the real needs of its consumers, Nestle Cooking Cream was back to the media with the campaign \u201cAs creamy as it can get!\u201d, a landmark for the brand, which had not launched a communication campaign for 19 years. All the branding work, starting from the visual identity to the subsequent packaging application has also served to rethink the product\u2019s portfolio and the brand\u2019s future steps. <\/p>

As a result of a workshop on Brand Portfolio Optimization, brand marks and layouts for new lines and varieties of the product were developed, representing a breakthrough innovation, not only in the brand\u2019s portfolio, but in the category as a whole. The Cooking Cream line of sweet and savory p\u00e2t\u00e9s was created! As new (and tasty) as it can get!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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